1.0SIXGUNhttps://sixgun.com.auDavid Pagottohttps://sixgun.com.au/author/david-pagotto/rich600338<blockquote class="wp-embedded-content"><a href="https://sixgun.com.au/google-analytics-attribution-basics/">Google Analytics Attribution Basics</a></blockquote> <script type='text/javascript'> <!--//--><![CDATA[//><!-- /*! This file is auto-generated */ !function(d,l){"use strict";var e=!1,o=!1;if(l.querySelector)if(d.addEventListener)e=!0;if(d.wp=d.wp||{},!d.wp.receiveEmbedMessage)if(d.wp.receiveEmbedMessage=function(e){var t=e.data;if(t)if(t.secret||t.message||t.value)if(!/[^a-zA-Z0-9]/.test(t.secret)){var r,a,i,s,n,o=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),c=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]');for(r=0;r<c.length;r++)c[r].style.display="none";for(r=0;r<o.length;r++)if(a=o[r],e.source===a.contentWindow){if(a.removeAttribute("style"),"height"===t.message){if(1e3<(i=parseInt(t.value,10)))i=1e3;else if(~~i<200)i=200;a.height=i}if("link"===t.message)if(s=l.createElement("a"),n=l.createElement("a"),s.href=a.getAttribute("src"),n.href=t.value,n.host===s.host)if(l.activeElement===a)d.top.location.href=t.value}}},e)d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",t,!1),d.addEventListener("load",t,!1);function t(){if(!o){o=!0;var e,t,r,a,i=-1!==navigator.appVersion.indexOf("MSIE 10"),s=!!navigator.userAgent.match(/Trident.*rv:11\./),n=l.querySelectorAll("iframe.wp-embedded-content");for(t=0;t<n.length;t++){if(!(r=n[t]).getAttribute("data-secret"))a=Math.random().toString(36).substr(2,10),r.src+="#?secret="+a,r.setAttribute("data-secret",a);if(i||s)(e=r.cloneNode(!0)).removeAttribute("security"),r.parentNode.replaceChild(e,r)}}}}(window,document); //--><!]]> </script><iframe sandbox="allow-scripts" security="restricted" src="https://sixgun.com.au/google-analytics-attribution-basics/embed/" width="600" height="338" title="“Google Analytics Attribution Basics” — SIXGUN" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe>https://sixgun.com.au/wp-content/uploads/2019/01/financial.jpg1280847When any company engages in multiple channel marketing the dilemma of attribution occurs – In other words deciding which channel is responsible for the ultimate conversion. In a world where the typical customer journey will contain numerous touch points such as organic search, paid search, social media, email and in-store it pays to understand the basics of attribution. How Google Analytics Applies Attribution By default Google Analytics will use the ‘last non-direct click’ attribution model.  This model gives credit to the last channel and source the user arrived from. The only exception to this are users coming through the ‘direct’ channel. Because ‘direct’ is seen as essentially unknown in Google’s eyes the credit will be applied to the most recent non-direct channel. If there is nothing previous to ‘direct’ then it will be credited. As you can see there are serious flaws with only looking at the ‘last non-direct click’ model. It clearly favours the channels that drive the conversions at the end of the buying cycle and not the ones that lead to increased brand awareness at the beginning of the cycle.     Let’s take a look at what other attribution models are optional in Google Analytics. These can be viewed […]